Emami to Acquire Full Ownership of Axiom Ayurveda, Parent Company of Alofrut Flavored Drink

Emami to Acquire Remaining Stake in Axiom Ayurveda for ₹200 Crore

Emami, a leading fast-moving consumer goods (FMCG) company, is set to acquire the remaining 73% stake in Axiom Ayurveda, the parent company of flavoured drink brand Alofrut. This acquisition will bring Emami's total ownership in Axiom Ayurveda to 100%. The FMCG giant already had a 27% stake in Axiom Ayurveda.

According to an exchange filing on Thursday, Emami is acquiring the remaining 73% stake in Axiom Ayurveda for an amount not exceeding ₹200 crore. The transaction is expected to be completed in a phased manner over the next three months. This acquisition marks Emami's entry into the food and beverage industry, a new segment for the company.

Emami has aggressively pursued acquisitions of startups in recent years. In 2024, the company took ownership of men's grooming startup The Man Company, and also bought stakes in pet care brand Fur Ball Story in 2022. Axiom Ayurveda, apart from beverage products such as AloFrut, has a diverse portfolio that includes health juices under the brand "Axiom Jeevan Ras" and beauty products under the brand "Mukti Gold".

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The acquisition is part of Emami's growth strategy, which is centered on building presence in emerging, high-opportunity categories that align with evolving consumer preferences, particularly in the health and wellness space. Emami's Vice Chairman & MD, Harsha Vardhan Agarwal, said that the company's partnership with Axiom over the past two and a half years has provided valuable insights and strengthened its conviction in this segment.

Axiom Ayurveda was founded in 2019 by Rishabh Gupta and Alisha Gupta. The Haryana-based company reported a consolidated turnover of ₹110 crore in FY25 and ₹107 crore in the previous year, according to an exchange filing. Meanwhile, Emami has 550 diverse products in its portfolio, including brands such as Navratna, BoroPlus, Fair & Handsome, Zandu Balm, Mentho Plus, and Kesh King.

In a separate development, Axiom Ayurveda announced the appointment of Harkirat Bedi as the Chief Executive Officer (CEO) of Axiom Ayurveda Pvt Ltd. He has previously served as the Vice President and Business Head at Dabur Nepal. His appointment is expected to further strengthen the leadership team and accelerate the company's expansion in the health and wellness beverage segment.

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